Pharmaceutical marketers may need a taste of their own medicine: Despite using new communications technologies as part of their personal media consumption, most of them do not incorporate those technologies into their marketing plans, reports MediaPost.
The findings come from a study by Medical Broadcasting Co. and CBI Research. The study showed that pharmaceutical marketing professionals see the value of new media and use it themselves - but aren't putting it in their media plans.

Some 72 percent say they use customized content, but only 42 percent say they use it in marketing; and 82 percent are personally using advanced technologies, but only 20 percent are trying to target consumers with those technologies.

Most striking: Less than half of the pharmaceutical companies use the internet to interact with health professionals - although 79 percent of doctors say the internet is "essential" to their practice.